Originals TV

Overview A web-based TV channel available 24/7 adidas branded shows Non-adidas branded shows Overview◄ USP Why web Objective Content Word on the Street Production Hosting Delivery – Spine TV Look and Feel Interactive Creator Costs Returns Launch Process Interactive competitions & downloads

Originals TV USP, competition & benefits to adidas No other sportswear 24/7 TV Product promo / Marketing feedback Connection with demographic Overview USP◄ Why web Objective Content Word on the Street Production Hosting Delivery – Spine TV Look and Feel Interactive Creator Costs Returns Launch Process Cutting edge perception

Originals TV Why broadcast over the web Up to 10 times cheaper than conventional TV Truly Global audience – 24/7/365 No regulation on content / advertising Overview USP Why web◄ Objective Content Word on the Street Production Hosting Delivery – Spine TV Look and Feel Interactive Creator Costs Returns Launch Process Content updates possible within 24hrs Much more interactive than regular TV

Originals TV Objective Draw visitors to the Originals site - sell Connect with demographic Inspire, Entertain and Interact Overview USP Why web Objective◄ Content Word on the Street Production Hosting Delivery – Spine TV Look and Feel Interactive Creator Costs Returns Launch Process Maximize multimedia effectiveness

Originals TV Content Features – video, photos, articles, adverts Music – exclusive artists (Ian Brown) Downloads – web, phone Format Overview USP Why web Objective Content◄ Word on the Street Production Hosting Delivery – Spine TV Look and Feel Interactive Creator Costs Returns Launch Process Interactive – games, competitions, forums, feedback

Originals TV Content Youth-orientated Cool without trying too hard Involving Viewers Style Overview USP Why web Objective Content◄ Word on the Street Production Hosting Delivery – Spine TV Look and Feel Interactive Creator Costs Returns Launch Process

Originals TV Content Entertainment – Spine TV list [Showreel] Contributors (collaboration not competition) – free or licensed Production Company material [Superstar collection] Overview USP Why web Objective Content◄ Word on the Street Production Hosting Delivery – Spine TV Look and Feel Interactive Creator Costs Returns Launch Process

Originals TV Special Concept ‘Word on the Street’ Speakers Corner [Showreel] Overview USP Why web Objective Content Word on the Street ◄ Production Hosting Delivery – Spine TV Look and Feel Interactive Creator Costs Returns Launch Process

Originals TV Special Concept ‘Word on the Street’ Feature Benefit International contributors Global appeal Raw comments Real Product comments Feedback Social comments Cult status Overview USP Why web Objective Content Word on the Street ◄ Production Hosting Delivery – Spine TV Look and Feel Interactive Creator Costs Returns Launch Process

Originals TV Special Concept ‘Word on the Street’ Process Qualifying for interview – purchase or nominal fee In-store quality control – fee and Staff Editorial quality control – non-adidas Hardware / Footage – special boxes designed Overview USP Why web Objective Content Word on the Street ◄ Production Hosting Delivery – Spine TV Look and Feel Interactive Creator Costs Returns Launch Process

Originals TV Production Spine TV (Unorthodox Styles) Overview USP Why web Objective Content Word on the Street Production◄ Hosting Delivery – Spine TV Look and Feel Interactive Creator Costs Returns Launch Process Established Urban Producer Production capacity to handle channel output Independent and cool

Originals TV Hosting Overview USP Why web Objective Content Word on the Street Production Hosting◄ Delivery – Spine TV Look and Feel Interactive Creator Costs Returns Launch Process AKAMAI International Servers – backup / redundancy Multi-lingual compatible No hardware set-up costs Proven business delivery track record

Originals TV Delivery – As per Spine TV – Microsite / Videos Overview USP Why web Objective Content Word on the Street Production Hosting Delivery – Spine TV◄ Look and Feel Interactive Creator Costs Returns Launch Process Loading Page

Originals TV Delivery – As per Spine TV Overview USP Why web Objective Content Word on the Street Production Hosting Delivery – Spine TV◄ Look and Feel Interactive Creator Costs Returns Launch Process Loading Page Listings Page

Originals TV Delivery – As per Spine TV Overview USP Why web Objective Content Word on the Street Production Hosting Delivery – Spine TV◄ Look and Feel Interactive Creator Costs Returns Launch Process Loading Page Listings Page Viewing Page

Originals TV Look and Feel Overview USP Objective Content Word on the Street Production Hosting Delivery – Spine TV Look and Feel ◄ Interactive Creator Costs Returns Launch Process

Originals TV Look and Feel

Originals TV Interactive – Superstar Campaign Overview USP Why web Objective Content Word on the Street Production Hosting Delivery – Spine TV Look and Feel Interactive◄ Creator Costs Returns Launch Process

adidas Superstar Campaign – 35 new shoes Overview USP Why web Objective Content Word on the Street Production Hosting Delivery – Spine TV Look and Feel Interactive◄ Creator Costs Returns Launch Process

Interactive participation - collaboration Overview USP Why web Objective Content Word on the Street Production Hosting Delivery – Spine TV Look and Feel Interactive◄ Creator Costs Returns Launch Process

Interactive participation – personal features Overview USP Why web Objective Content Word on the Street Production Hosting Delivery – Spine TV Look and Feel Interactive◄ Creator Costs Returns Launch Process

Participation - forums Overview USP Why web Objective Content Word on the Street Production Hosting Delivery – Spine TV Look and Feel Interactive◄ Creator Costs Returns Launch Process

Interactive participation – video Overview USP Why web Objective Content Word on the Street Production Hosting Delivery – Spine TV Look and Feel Interactive◄ Creator Costs Returns Launch Process

Interactive participation – actual stunts Overview USP Why web Objective Content Word on the Street Production Hosting Delivery – Spine TV Look and Feel Interactive◄ Creator Costs Returns Launch Process

Interactive participation – online games Overview USP Why web Objective Content Word on the Street Production Hosting Delivery – Spine TV Look and Feel Interactive◄ Creator Costs Returns Launch Process

Interactive participation – competition Overview USP Why web Objective Content Word on the Street Production Hosting Delivery – Spine TV Look and Feel Interactive◄ Creator Costs Returns Launch Process

Originals TV Channel Creator Colin Burgess Wingspan Air & Space Channel – UK Manager Overview USP Objective Content Word on the Street Production Hosting Delivery – Spine TV Look and Feel Interactive Creator◄ Costs Returns Launch Process Film &TV Associates – Head of Television Unorthodox Styles creative agency - Channel Manager Spine TV - Account Director MTV youth trends monitor ‘Switched On’ - Project Manager adidas Superstar 35 Anniversary campaign

Originals TV Costs Set-up (one-off – production hardware) Delivery (encoding, hosting) Production (programme making) Overview USP Why web Objective Content Word on the Street Production Hosting Delivery – Spine TV Look and Feel Interactive Creator Costs ◄ Returns Launch Process

Originals TV Costs Option 1 Option 3 Option 2 Overview USP Why web Objective Content Word on the Street Production Hosting Delivery – Spine TV Look and Feel Interactive Creator Costs ◄ Returns Launch Process

Originals TV Revenue Streams Broadcasters (sale of finished shows) Interactive (downloads, competitions) Overview USP Why web Objective Content Word on the Street Production Hosting Delivery – Spine TV Look and Feel Interactive Creator Costs Returns ◄ Launch Process Product Sales (tracked on-line)

Originals TV Launch Process Overview USP Why web Objective Content Word on the Street Production Hosting Delivery – Spine TV Look and Feel Interactive Creator Costs Returns Launch Process ◄ Stage one: Initial proposal to adidas (approval) Stage two: Develop fuller proposal, relationships Stage three: Second proposal, basic schedule Stage four: Production / Marketing Stage five: Channel launch

Nike Recon – web marketing case study Nike release 90 limited edition shoes in the UK Marketing strategy initiated to create publicity frenzy and pre-sell all shoes

Nike Recon – web marketing case study Print – posters

Nike Recon Print – driving people to….. Web

Nike Recon Print Web – leading people to….. Interaction (registration)

Nike Recon Print Web Interaction – empowering people into….. Competition

Nike Recon Print Web Interaction Competition – qualifying people to….. Actual Place and Product

Nike Recon All 90 shoes sold in 6 minutes Results Immediate Ebay re-sales Little or no bad publicity thanks to fair competition ‘Viral’ spread of publicity for Nike